M&M's, the "funniest" strategy

Résumé du document

What famous chocolate does a person who likes cinema, NASCAR races and has a fun spirit, buy first? M&M's!! This chocolate brand is known all around the world. This reputation is not the result of the hazard's but the consequence of a historic strategy. Indeed, M&M's is one of the oldest chocolate brand and, even if the headquarter is American, its roots are Spanish! Nowadays, eating habits are changing to sweet products like chocolate or ice cream and in favor of healthy products like fruits. But how did the famous chocolate ball become one of the most important chocolate brands in the world? What is the strategy of M&M's and how can the brand react against healthy products? M&M's idea has been created, according to the legend, by Forrest Mars senior, who met a group of Spanish soldiers eating pellets of chocolate covered in a sugary coating during his travels in Spain. After his return to the USA Mr Mars created a similar product, giving it the name of M&M's corresponding to the initials of the creators Mars and Murrie. In 1941 M&M's was marketed. Mr Mars has exploited a simple need: "how to preserve chocolate in all sorts of climates?"

Extraits

[...] Supporters can purchase a bag of M&M's Milk chocolate Candies and the benefit is given to the funds of the organisation, which supports research against cancer. This works' reward brought many benefits to the brand. This humanitarian act shows M&M's commitment. The product is open to the world. F. Sport NASCAR is a race, which regroups many sponsors. M&M's has invested in the creation of a stable to participate to the NASCAR races. It is associated with other sponsors such as Coca-cola. [...]

[...] The second customer is the United States with tons. Then, a few countries share the chocolate market like Brazil ( tons) and Australia ( tons). Social : Children and young adults are key consumers for prepared snack foods. Parents are more likely to buy healthier products. Sole-person households are expected to grow by 12% in the next years. This notion is important because when people live alone, they generally prefer nibbling and snacking rather than cooking a real meal. Eating habits, February 2000 Source: Mintel More than a third of the population eat snacks between main meals of people sometimes eat snacks when they are walking in the street. [...]

[...] Internet d. Celebrities e. Festivals f. Sport 4. External and Internal situation analysis a. PEST analysis b. PORTER analysis c. SWOT analysis 5. Strategy of M&M's a. Marketing mix 6. Conclusion- Strategy Forecast 7. References Introduction What famous chocolate does a person who likes cinema, NASCAR races and has a fun spirit, buy in first? M&M's!! [...]

[...] M&M's chose NASCAR because it is associated to sport. It gives a good image for the people that the candies do not a negative effect to the health. External and Internal situation analysis Environmental, competitive and internal situation analyses of M&M's are important to understand the different strategic choices. The PEST, the Porters five forces and the SWOT analysis can help build a marketing strategy. A. PEST analysis Political: Nowadays, more and more decisions are voted against snacks distributor in schools to reduce the number overweigh children but the lobbying of chocolate and snack bars are very strong. [...]

[...] If S is in difficulty, the other activities of Mars will be able to stage the needs for S. Threats: There are more and more products on the candy market. In 2003, “product scan on line” reported 2000 new candy, chocolate and gum introductions. People are looking more and more for healthy food (in the US especially, because of the number heart problems). S is copied by competitors, which try to recover shares of market by imitating the product. Strategy A. [...]